Jacobs Media’s Techsurvey9 Results

In Jacobs Media’s new study of core radio listeners, the high-tech
revolution continues – but broadcast radio’s pathway to success may turn out
to be more high-touch.

The media habits of twelve different format core audiences are examined
in the largest technology survey ever conducted for radio. And this year,
the study utilized four generations to tell a deeper story about media and
technology use. From Baby Boomers through Generations X, Y, and Z, the
narrative about radio and how millions of Americans use and connect with it
comes to life.

According to Jacobs Media President Fred Jacobs, “Techsurvey9 shows that
while gadgets and new media continue to occupy the headlines, radio’s
ability to uniquely connect with consumers on their preferred platforms is
the secret sauce for future success in the digital space.”

Here
some of the key findings:

Radio
is making the transition to digital: Consumers are now accessing
station content on digital channels.
When asked to recall their last week’s
listening to the station that sent them
our survey, 14% of all respondents say
they tuned in on computer and mobile
streams, as well as other digital
sources. The younger the
generation, the more reliance there is
on digital platforms to enjoy broadcast
radio.

AM/FM
Radio still matters: The
“emotional triggers” from 2012’s
Techsurvey8 study are intact: listening
to radio at work, mood enhancement,
escape, and companionship. And
consumers continue to demand radio in
their new cars, as well as rely on
broadcast radio for new music and new
artist discovery.

Pandora is a big player: By far, Pandora continues to be
the most popular pure-play Internet
option, outstripping its competitors.
While Pandora is a force to be reckoned
with on the mobile front, its main
drawback is now its commercials, cited
by a growing number of its listeners.
And even Pandora users continue to be
significant consumers of broadcast
radio.

Protecting The In-Car Listening
Franchise: More than
half of all respondents say that most of
their radio listening takes place in
cars. And now, more than one in
ten (11%) drives a vehicle equipped with
a “digital dash” system like Ford’s
Sync, especially fans of Country,
News/Talk and Sports radio.

It’s
about mobile – and mobility: The three big stars of
Techsurvey9 are smartphones, tablets,
and the “digital dashboard.” Each shows
significant increases in acquisition
indicating that consumers are continuing
to take their favorite content with them
wherever they go.

Beyond Facebook: Still
the social media “big dog,” Facebook
continues to be the ubiquitous platform
for all format fans and generations.
But digging deeper, Techsurvey9 reveals
strong pockets of users for “secondary
social platforms,” including Twitter,
Pinterest, Google+, and Instagram.
Year to year, PInterest has more than
doubled in reach, with incredible
strength among women. And Snapchat is
emerging as a choice among Gen Z –
today’s teens.

Techsurvey9 results were gathered
online from January 29-February 19,
2013. Overall, 264 broadcast
stations across the U.S. and Canada
participated, contributing 78,111
respondents.

A
series of format webinars has been
scheduled. You can find all the
dates/times and registration information
by clicking
here.

Here's an infographic we've prepared
that highlights a number of these key
findings:

Jacobs Media is a Detroit-based
media research and consulting firm,
specializing in radio, television, and
new media. The company develops
applications for smartphones. To
date, jacAPPS has created nearly 800
apps that have generated more than 16
million downloads.